Lowlands is an annual three-day pop and culture festival. Lowlands.nl is consulted more than one million times in the period surrounding the festival. The first site was designed by Fabrique in 1998; a playful site, on which feeling and ambience were more important than overview and clear navigation. It was a resounding success. The theme in 2010 is “Wanna play?”. Visitors are challenged to search for information in a playful manner. New game elements include the “do not touch” button and the possibility to shoot the site to pieces using it as a target (under the menu). Anyone who prefers to search in the traditional manner can open out the menu.